Attaining good public relations may be the most important and most difficult job facing a school board. To meet this problem, a communications expert should be hired at the assistant superintendent level to develop and implement a communications plan. This expert should hold strong credentials and be recruited and hired directly by the superintendent and school board. Given free reign, the communications expert should conduct extensive interviews with the entire school staff to gain the information necessary for development of a program to create an openness between school and public. The program must be based on school board policies that encourage increasing quality of the school district. (DW)